Numbers · Published 2025-04-11 · 1 min read
A Facebook Web2App case
Sharing the numbers from my campaign — they may be useful as a KPI reference. This is data from my own app only; I do not share other people's numbers.
🔧 Setup
- MMP: Adjust
- Running to a Custom Product Page via a direct Adjust tracking link
- GEO: US, CA, UK, AU
- Trials/subscriptions: Apphud → Adjust
- Optimisation: on trials
- Start: 1 March
- Niche: entertainment
- Data: last week
- The campaign started on a $30 daily budget.
Once the trial price settled, I began raising the budget gently.
📊 Results
- CPM: $21
- CTR: 2.22%
- Installs: 434 (CPP)
- Spend: $768
- Proceeds:
↳ $686 (CPP) ↳ $596 (Adjust)
- Subscriptions:
↳ 34 (Adjust) ↳ 33 (Facebook)
- Trials:
↳ 44 (Adjust) ↳ 32 (Facebook)
- Installs (FB & Adjust): 320
- Installs (a different measurement in FB): 305
- CPP View → Install conversion: 55%
- Trial price: $17
- 3-Day ROAS: 89%
💡 Takeaways
- Installs Apple ↔ Adjust: 73% made it through
- Installs Adjust ↔ Facebook: almost a 100% match
- Proceeds Apple ↔ Adjust: match to 86%
I have some ideas why installs and trials do not reconcile — more on that later.
- Subscriptions Adjust ↔ Facebook: 100%
- CTR & CPM: similar to AEM campaigns
- Custom Product Page conversion: an excellent result at 55%
(in another campaign it was 85%, but ROAS there is lower)
🔥 The launch worked. Want one like it? Write to me 💬